Saturn to Take on a New Role Alongside MediaMarkt - RetailDetail EU
11 Articles
11 Articles
After decades of coexistence between MediaMarkt and Saturn, the image of many inner cities is changing: more and more Saturn markets disappear or are renamed MediaMarkt. Now it is clear in which variant the brand will only exist in the future.
The once widespread trading chain Saturn has shrunk to 27 branches. However, the parent company Ceconomy does not want to give up the brand altogether.
Expiry model: parent company Ceconomy repositions Saturn's electric market chain, reports the world. Out of the original 150 branches there are only 27, the rest have been closed or rebranded as sister brand MediaMarkt. Also the Saturn headquarters in Cologne, founded in 1961. Saturn is to be a sub-brand for technology-enthusiastic customers in the future and place a focus on trends, high-quality products on gaming. Ceconomy CEO Remko Rijnders p…
Saturn was once one of the hottest brands in the retail trade. But the times when the electronic chain with young Matt coined the "Geiz ist geil" era are long gone. Of once 150 branches there are still 27 left. Although Ceconomy wants to stick to the brand. However, given the new strategy, it cannot be ruled out that Saturn is being degraded to the appendage of the media market.
Saturn is to find a new identity under the umbrella of MediaMarkt: as a sub-brand for technology enthusiasts. Ceconomy, the parent company of MediaMarkt and Saturn, plans special showrooms under the banner of Saturn. These showrooms are then to be integrated into selected branches of MediaMarkt. According to speakers of the provider this is not only possible in Germany, but also abroad. One wants to place Saturn in this way as an exclusive techn…
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